Audiences value film clips more than ever, but you must develop a sound strategy before jumping into the director’s chair.

For the generation raised on MTV, The Buggles had it right: Video did kill the radio star. But since the advent of music videos in the 1980s, the medium has morphed and changed, and while it may no longer rule cable, video is still an essential component of today’s celebs, and not just musicians.

While your company may not be on the same level as Beyoncé, in terms of the world noticing when you drop a video (hello Lemonade!), video should still be a major and vital component of your content marketing strategy. Here’s why.

First let’s start with some statistics. According to Inc.com, “Posts that include images produce 650 percent higher engagement than text-only posts.” Additionally, “People are 85 percent more likely to buy a product after viewing a product video.”

Now that you are convinced that videos aren’t just for pop stars and YouTubers, here are some tips for incorporating video content into your marketing plans.

make an investment

Don’t think of video content as a one off. Video should be a major component of your strategy moving forward, so treat it as such. Plan it out and produce it with the same attention to detail that you would do with a printed or digital project.

have agoal

You shouldn’t be creating videos just to have a video. Be sure that you have a goal in mind and that the work hues to that goal. This is where the call to action comes into play. It can help direct your viewers to your ultimate goal and keep you focused on it as well.

keep itsimple

The great thing about a video is that people take in the visuals better than they do the written word. Of course that all goes down the drain if you make the video too complex. Don’t get too complicated. Keep the jargon simple and be conversational.